A recent Pew survey found that 80% of adults in the United States have a Facebook profile, making it the world’s leading social media network. But social media isn’t used strictly for keeping in touch with friends and family. It’s also used for business promotion. If you’re a small business owner who’s looking to attract more customers, you should familiarize yourself with the following social media marketing trends.

Paid Facebook Ads

Several years ago, Facebook announced that it would be displaying fewer promotional posts in users’ News feeds. In other words, if you want users to see your posts (hint: you should), you’ll need to invest in the network’s advertising service, Facebook Ads. Facebook will still show some posts in users’ News feeds, but they’ll typically consist of non-promotional content.

User-Generated Content

According to a report by AdWeek, user-generated content is a social media marketing trend that will continue to grow in popularity in 2018. So, rather than trying to produce your business’s social content by hand, consider asking your fans and followers for input. Depending on the specific platform, you can even host a contest in which a selected content-producer receives a prize.

Video

Another social media marketing trend that’s gaining momentum is the use of video. Social media networks have allowed users to upload and publish videos for quite some time. However, this trend has become increasingly popular in recent years. According to a Cisco report, IP video traffic will account for 82% of all Internet traffic by 2021. To put that number into perspective, it accounted for just 73% of all Internet traffic in 2016.

Instagram Stories

Are you using Instagram to promote your business? If not, you should. The platform’s Stories are particularly popular. Statistics show that more than 200 million people use Instagram Stories every month. That’s over 50 million more than the number of Snapchat users. While there’s no way to tell exactly what’s in store for Instagram, industry experts predict that more than half of all Instagram users will use Stories by the end of 2018.

Mobile, Mobile, Mobile!

Finally, mobile compatibility will become a core component of social media marketing. In other words, if you want to promote your business or its products on social media, you’ll need to create mobile-friendly content. Statistics show that more people now access the Internet on mobile devices than desktops. Therefore, your content needs to be compatible for mobile devices. Social media networks have acknowledged this fact and are now offering mobile-friendly frameworks for creating content.